08.02.22
In 1996, the iconic Amazing Grace Eau De Toilette was created, and the scent has stood the test of time, remaining the brand’s No. 1 best-selling fragrance 26 years later with one bottle sold every 30 seconds.
The new launch comes on the heels of consumers’ long-time demand for a more intense, longer-lasting version of the beloved scent. The new product offers a clean, vegan scent to meet that need, while staying true to the brand’s commitment to inspire a greater sense of well-being for wearers. The brand will be premiering the #findyourgrace Hashtag Challenge on TikTok on Friday, Aug. 5 to introduce the fragrance to a new generation.
The Scent
Amazing Grace Eau De Parfum Intense keeps the clean floral and feminine DNA of amazing grace as its signature scent, with a unique fruity-floral facet, more intensity and exceptional staying power. The new fragrance was designed with an abundance of pink notes including juicy red berries, a sustainably-sourced rose absolute from Grasse, France and its signature soft musk. The result is an intensely concentrated fruity-floral musk that’s feminine, modern and joyfully sweet.
Top notes are wild strawberry, fresh raspberry, pink grapefruit, calabrian bergamot and neroli. Middle notes are muguet, orange blossom, rose absolute and jasmine. Base notes include an orcanox, intense musk blend.
The Perfumer
Cecile Hua, renowned Mane perfumer, is known as the “keeper of the flame” when it comes to the Amazing Grace fragrance. Hua has updated the iconic formula since its initial creation in 1996 to comply with evolving industry standards, while maintaining its olfactive identity.
“Amazing Grace has always been a fragrance that draws people closer to you,” said Hua. “It’s never been one to shout, so creating an intense version meant respecting the identity of the original while adding new facets to enhance its charm.”
She continued, “It still needs to draw people closer to you, and the saturation and intensity of the pink elements feels timely. this is not a loud fragrance, but it is very pink, a lot of layers of pink, in an amazingly joyful and graceful way.”
The fragrance is available for $69 (2oz) at Ulta, Macy’s and philosophy.com.